Buzzwords: Buzzwords are not categorically Bullshit, but keep in mind that the tech industry reinvents its vocabulary every couple of years to sell something old as something new. This is how internet marketers turned into web 2.0 consultants in 2004 then transformed into social media marketing specialists circa 2010. When talking to design firms, watch for people saying things like: "We apply cognitive science and design thinking to create empathy and authenticity through agile and carefully curated storytelling to provide your company with a flat, engaging, hand-crafted, cloud-based and mobile-first experience design to make your brand ready for the future of Artificial Intelligence in the sharing economy of the Internet of Things.” If you’re exposed to such buzzwords, you risk hiring a company that wants to take advantage of your delayed Digital Transformation. And if you persist, you’ll likely be charged $15,000 per “hand-crafted” or “curated” X post that nobody wants to read to begin with.

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